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NAIJA@50: Coke deploys Open-4-Happiness promo

Princewill Ekwujuru
As Nigeria celebrates her golden jubilee anniversary, Coca-Cola Nigeria Limited (CCNL), owner of the Coke brand is splashing over N300 million on Nigerians as part of its activities to mark Nigeria at 50.

The company noted that as a proponent of happiness, Coke through numerous campaigns will continue to refresh and inspire moments of happiness in the lives of Nigerians during the period of it’s promo tagged Open-4-Happiness.

Austin Ufomba, Marketing Director, CCNL at the media briefing pre-lude to the commencement of the promotion, said the campaign is part of Coke’s ‘Open Happiness’ campaign for the Coca-Cola brand, which invariably was also the messaging platform for the  just ended  FIFA World Cup tournament.

He stated further that Nigeria having attained the golden age of 50 years, Coke will celebrate with Nigerians in a unique way, stressing that the campaign goes beyond marketing, “it a social and a cultural celebration of Coca-Cola’s bond with the people of Nigeria.”

The promo which is built around the theme; “A New State of Happiness,” the campaign depicts the paradigm in which a positive expectation of Nigeria’s future is portrayed. “It represents the future of Nigeria that all the citizens look forward to.”

This sense of happiness and hopeful optimism, Ufomba noted, is  “Nigeria’s undying spirit,” that keeps the Nigerian going, even in the face of challenges. “This optimistic spirit of Nigerians is what makes him/her one of the happiest individuals and that is the spirit that Coca-Cola wants to celebrate with Nigerians.”

Continuing, Ufomba said, “Coca-Cola is more than a beverage experience; apart from real refreshment the brand inspires human connection, so that Nigerians can enjoy all that each moment has to give. Ice-cold Coca-Cola, provides the unique taste and deep down refreshment for the body, mind and spirit that people need to be and feel their best.”

On mechanics of the promotion, Modupe Thani, Senior Brand Manager (Colas), said the campaign will be an ‘Under-the-Crown’ promotion with 35cl and 50cl returnable glass bottles (RGB).

All a consumer has to do is to buy a bottle of Coke, Fanta or Sprite, look under the crown and see either a unique code or ‘Try Again’ message. The consumer is expected to SMS the unique code under the crown to a short code that can be noticed on billboards, newspapers or in the broadcast medium.

In addition to the daily cash prizes, consumers stand the chance of taking home N1 million every week and the grand prize of five brand new Mitsubishi Outlander Jeeps. The daily cash prize winners will be notified via SMS and the weekly draws will be aired on Television. The promo is open to MTN, Glo, Zain and Eitisalat and Starcomms subscribers.


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